This means work out exactly how much you are spending on marketing and advertising.
Review everything that is remotely about marketing and communications in your business.
It is going to be a scary exercise but be brave. Include people, yellow pages, messages on hold, the corporate box, sponsorships, donations, and all the trade press advertising you have been sold over the years under the name of branding. Also review promotional products. Do you really need to give suppliers a stubby holder, mouse pad or pen that last a day or two. Even events where everyone gets to drink and eat at your expense.Do you really need to go into every feature that is produced for your industry?